Sunday, February 21, 2010
THE CENTRALITY OF MARKETING
1 Most management and marketing writers now distinguish between selling and marketing. The 'selling concept' assumes that resisting consumers have to be persuaded by vigorous hard-selling techniques to buy non-essential goods or services. Products are sold rather than bought. The 'marketing concept', on the contrary, assumes that the producer's task is to find wants and fill them. In other words, you don't sell what you make you make what will be bought. As well as satisfying existing needs, marketers can also anticipate and create new ones. The markets for the Walkman, video games, personal computers, and genetic engineering, to choose some recent examples, where largely created rather than identified.
2 Markets are consequently always looking for market opportunities - profitable company is likely to enjoy a differential advantage, due to its distinctive competencies (the things is does particularly well). Market opportunities are generally isolated by market segmentation. Once a target market has been identified, a company has to decide what goods or services to offer. This means that much of the work of marketing has been done before the final product or service comes into existence. It also means that that the marketing concept has to be understood throughout the company, e.g. in the production department of a manufacturing of company as much as in the marketing department itself. The company must also take account of the existence of competitors, who always have to be identified, monitored and defeated in the search for loyal customers.
3 Rather than risk launching a product or service solely on the basis of intuition or guesswork, most companies undertake market research (GB) or marketing research (US). They collect and analyze information about the size of a potential market, about consumers' relations to particular product or service features, and so on. Sales representatives, who also talk to consumers, and other important source of information.
4 Once the basic offer, e.g. a product concept, has been established, the company has to think about marketing mix, i.e. all the various elements of a marketing programm, they integration, and the amount of effort that a company can expand on them in order to influence the target market. The best-known classification of these elements is the '4 Ps': product, place, promotion and price. Aspects to be considered in marketing products include quality, features (standard and optional), style, brand name, size, packaging, services guarantee. Place in a marketing mix includes such factors as distribution channels, location of points of sale, transport, inventory size, etc. Promotion groups together advertising, publicity, sales promotion, an personal selling, while price includes the basic list price, discounts, the length of payment period, possible credit terms, and so on. It is the job of a product manager or a brand manager to look for ways to increase sales by changing the marketing mix.
5 It must remembered that quite apart from consumer markets (in which people buy products for direct consumption) there exist an enormous producer or industrial or business market, consisting of all the individuals and organizations that acquire goods and services that are used in production of other goods, or in the supply of services to others. Few consumers realize that the producer market is actually larger than the consumer market, since it contains all the row materials, manufactured parts ad components that go into consumer goods, plus capital equipment such as buildings and machines, supplies as energy and pens and paper, and service ranging from cleaning to management consulting, all of which have to be marketed. There is consequently more industrial than consumer marketing, even though ordinary consumers are seldom exposed to it.
Essay: Marketing
Introduction.
Today, marketers have an extremely difficult task, when deciding on how to sell their products, where to sell them and most importantly, to whom. The global market has become highly competitive and consumers increasingly demanding and difficult to satisfy. Markets are full with products and services, which are very similar in features, thus it's much harder to differentiate one's product offer. Consequently, marketers have to constantly monitor market trends; new products and services entering the market but above all, they have to pay special attention to consumers - what their needs, tastes and wants are; and what their buying behaviour is. It is crucial to the company's success, to be able to determine what drives the customer to buy a specific product.
Customer value and satisfaction.
All consumers have basic needs and wants which the try to satisfy. To identify those needs and wants is at the basis of sound marketing practice. According to Maslow's hierarchy of needs (please refer to Appendix 1), people have different needs they seek to satisfy, such as basic physiological needs - air, water, sleeping, eating, love etc. Once those basic needs are met, people seek to satisfy needs related to 'self-actualization', e.g. career satisfaction, status and power.
Strong points:
• The sales of products increased considerably with introduction in economy of concept of marketing.
• The quality of products and services increase.
• It easy to receive profit from production process.
Weak points:
• Customers buy products what they doesn’t need.
• Consumers are psychological influenced by producers.
• Marketing provides additional spending for producers.
Conclusion
We have seen that, nowadays, it's of vital importance to pay close attention to consumers' needs and wants, as they drive the global market. Hence, the objectives of an organisation should be centred on the consumer's needs; in order to achieve and maintain customer satisfaction, as opposed to concentrating purely on 'sales'.
Vodeaniuc Vadim
1b Vocabulary
Mach up the words or expressions on the left with the definitions on the right.
1 distribution channel
2 To lauch a product
3 Market opportunities
4 Market reseach
5 Market segmentation
6 Packaging
7 Points of sale
8 Product concept
9 Product features
10 sales representative
A all the companies or individuals involved in moving a particular good or service from the producer to the consumer
B an idea for a new product, wich is tested with target consumers before the actual product is developed
C attributies characteristics of a product:quality,price,reliability, etc.
D dividing a market into distinct groups of buyers who have different requirments or buying habits
E place where goods are sold to the public - shops, stores, kiosks, market stalls, etc.
F possibilities of filling unsatisfied needs in sectors in which a company can profitably produce goods or services
G someone who contacts existing and potential customers, and tries to persuade them to buy goods or services
H collecting, analysing anf reporting data relevant to a specific marketing situation (such as a proposed new product)
I to introduce a new product into the market
J wrapers and containers in wich products are sold
1C Reading
Look quickly trough the following text and decide which paragraphs are about these subjects:
.....- company-to-company marketing
.....- indetifying market opportunities
.....- the marketing mix
.....- the selling and marketing concepts
.....- the importance of market research
1D Comprehesion
Which of the following three paragraphs most accurately summarizes the text in 1 c, and why?
First summary:
Marketing means that you don't have to worry about selling your product, because you know it satisfiers a need. Companies have to identify market opportunities by market segmentation: doing market research, fingind a target market, and producing the right product. Once a product concept has been established , marketers regularly have to change the marketing mix - the product's features, its distribution , the way it is promoted, and its price - in order to increase sales. Industrial goods - components and equipment for producers of the goods - have to be marketed as well as consumer goods.
Second summary:
The marketing concept has now completely replaced the old fasion selling concept. Companies have to identify and satisfy the needs of particular market segments. A product's features are often changed, as are price, the places in which it is sold, and the way in which it is promoted. More important than the marketing of consumer goods is the marketing of industrial or producer goods.
Third summary:
The marketing is that a company's choice of what goods and services to offer should be based on the goal of satisfying consumers' needs. Many companies limit themselves to attempting to satisfy the needs of particular market segments. Their choice of action is often the result of market research. A product's features, the methods of distributing and promoting and promoting it, and its price, can all be changed during the course of its life, if necessary. Quite apart from the marketing of consumer products, with which everybody is familiar, there is a great deal of marketing of industrial goods.
2b Case study
In Teve Moody's hipothetical example, it seems as if there has been a market research failure. before launching the product, the store did not have enough information about the potential market and customers' tastes and opinions.
suppose that you where part of the marketing team responsible for the following product concepts:
1 a new line of swinwear, to be sold by a chain of departament store
2 Fresh Fries
3 a new range of expensive hi-fi equipment
4 a new English dictionary for foreign learners
What market research would you do before developing the products? What specific information would you need? Where could you get it?
In each case, which of the followin sourcef of information do you think would be the most useful, and why?
* Focus grou[ interviews, in which several members of the target market are invited (and paid a small fee) to meet and discuss the product concept
* Internal research: analysing data already available in the company's accounts and sales departaments, which keep records of sales, orders, inventory size, and so on
* Printed source of secondary data, including business newspapers, magazines and trade journals, competitors' annual reports, official government statistics. and reports published by private market research agencies
* Questionnaire research, by telephone, email, or personal interviewing
* The company's own sales staff
* Other sources
Vodeaniuc Vadim, Calancea Adrian
1) Watch the video and answer the questions:
1. Which are the main 4 component parts of Marketing Mix?
2. What does the 1st part of Marketing include?
3. What does the information offer to the consumers concerning your product?
4. What are the new 4 component parts of marketing mix?
5. Name two of the most important aspects of the marketing?
6. What are the most important demographic measures?
7. How many different attributes did Coca Cola came up with in 1990?
8. How much did the sailings of Coca Cola increase?
9. How long did it take the Coca Cola to grow its sales?
10. Who said the following words : “If you nailing the positioning and targeting, the rest falls into place ”
2) Watch the video and explain what they were used for?
1. 4 components
2. 1990
3. 35 attributes
4. 50%
5. Philip Kotler
6. Value position
7. Product dimensions
8. Positioning & Targeting
9. Promotion
10. Battle
3) Correct the following sentences.
1. The four component parts of Marketing Mix are: Product , Place, Price, Buyer.
2. Position is: differentiation from partners.
3. Value position means: what quality of ducts and services do you offer on the market.
4. Service dimension means what products and services do offer on the market.
5. On the USA’s market was a battle between Colgate and Ace.
6. The scientific segments are the following: gender, age, income and education.
7. The sales of Coca Cola increased by 21%.
8. Pepsi introduced 76 new attributes in its marketing policy.
9. “ If you see the positioning and targeting , the rest falls into place “ (Philip Kotler)
10. The suggestion of Philip Kotler words was “Know your friends”
4) Correct the following sentences:
1. The marketing mox includes: product, place, price, promotion.
2. Consumers-side marketing includes: Customer vale, cost of the customer, convenience for the buyer, communication.
3. Position is: differention from competitors, value proposition, product dimension.
4. Targeting is: Who is you positioning your product for?
5. Targeting also can be defined as “your demogaphic segmentation”.
6. Value proosition means: What’s so good about you product.
7. Demographic segments includes: gender, age, income, edulation, location, marital status, culture.
8. “ If you see the positioning and tardeting , the rest falls into place “ (Philip Kotler).
9. The suestion of Philip Kotler words was “Know your customers”.
Tuesday, February 16, 2010
HOW COMPANIES ADVERTISE
Advertising informs consumers about the existence and benefits of products and services, and attempts to persuade them to buy them. The best from advertising is probably word-of-mouth advertising, which occurs when people tell their friends about the benefits of products or services that they have purchased. Yet virtually no providers of goods or services rely on this alone, but use paid advertising instead. Indeed, many organizations also use institutional or prestige advertising, which is designed to build up their reputation rather than to sell particular products.
Although large companies could easily set up their own advertising departments, write their own advertisements, and buy media space themselves, they tend to use the services of large advertising agencies. These are likely to have more resources, and more knowledge about all aspects of advertising and advertising media than a single company. The most talented advertising people generally prefer to work for agencies rather then individual companies as this gives them the chance to work on a variety of advertising accounts (contracts to advertise products or services). It is also easier for a dissatisfied company to give its account to another agency than it would be to fire its own advertising staff.
The client company generally gives the advertising agency an agreed budget; a statement of the objectives of the advertising campaign, known as a brief; and an overall advertising strategy concerning the message to be communicated to the target customers. The agency creates advertisements (the word is often abbreviated to adverts or ads), and develops a media plan specifying which media - newspapers, magazines, radio, television, cinema, posters, mail, etc. - will be used and in which proportions. (On television and radio, ads are often known as commercials.) Agencies often produce alternative ads or commercials that are pre-tested in newspapers, television stations, etc. in different parts of a country before a final choice is made prior to a national campaign.
The agency's media planners have to decide what percentage of the target market they want to reach (how many people will be exposed to the ads) and the number of times they are likely to see them. Advertising people talk about frequency or 'OTS' (opportunities to see) and the threshold effect - the point at which advertising becomes effective. The choice of advertising media is generally strongly influenced by the comparative cost of reaching 1,000 members of the target audience the cost per thousand (often abbreviated to CPM, using the Roman numeral for 1,000). The timing of advertising campaigns depends on factors such as purchasing frequency and buyer turnover (new buyers entering the market).
How much to spend on advertising is always problematic. Some companies use the
comparative-parity method - they simply match their competitors' spending, thereby avoiding advertising wars. Others set their ad budget at a certain percentage of current sales revenue. But both these methods disregard the fact that increased ad spending or counter-cyclical advertising can increase current sales. On the other hand, excessive advertising is counter-productive because after too many exposures people tend to stop noticing ads, or begin to find them irritating. And once the most promising prospective customers have been reached, there are diminishing returns, i.e. an ever-smaller increase in sales in relation to increased advertising spending.
posted by Panciuc Daniela & Postica Zinaida
Although large companies could easily set up their own advertising departments, write their own advertisements, and buy media space themselves, they tend to use the services of large advertising agencies. These are likely to have more resources, and more knowledge about all aspects of advertising and advertising media than a single company. The most talented advertising people generally prefer to work for agencies rather then individual companies as this gives them the chance to work on a variety of advertising accounts (contracts to advertise products or services). It is also easier for a dissatisfied company to give its account to another agency than it would be to fire its own advertising staff.
The client company generally gives the advertising agency an agreed budget; a statement of the objectives of the advertising campaign, known as a brief; and an overall advertising strategy concerning the message to be communicated to the target customers. The agency creates advertisements (the word is often abbreviated to adverts or ads), and develops a media plan specifying which media - newspapers, magazines, radio, television, cinema, posters, mail, etc. - will be used and in which proportions. (On television and radio, ads are often known as commercials.) Agencies often produce alternative ads or commercials that are pre-tested in newspapers, television stations, etc. in different parts of a country before a final choice is made prior to a national campaign.
The agency's media planners have to decide what percentage of the target market they want to reach (how many people will be exposed to the ads) and the number of times they are likely to see them. Advertising people talk about frequency or 'OTS' (opportunities to see) and the threshold effect - the point at which advertising becomes effective. The choice of advertising media is generally strongly influenced by the comparative cost of reaching 1,000 members of the target audience the cost per thousand (often abbreviated to CPM, using the Roman numeral for 1,000). The timing of advertising campaigns depends on factors such as purchasing frequency and buyer turnover (new buyers entering the market).
How much to spend on advertising is always problematic. Some companies use the
comparative-parity method - they simply match their competitors' spending, thereby avoiding advertising wars. Others set their ad budget at a certain percentage of current sales revenue. But both these methods disregard the fact that increased ad spending or counter-cyclical advertising can increase current sales. On the other hand, excessive advertising is counter-productive because after too many exposures people tend to stop noticing ads, or begin to find them irritating. And once the most promising prospective customers have been reached, there are diminishing returns, i.e. an ever-smaller increase in sales in relation to increased advertising spending.
posted by Panciuc Daniela & Postica Zinaida
Sunday, February 14, 2010
Labour unions
1) Watch the video on labour unions and answer the questions
a. How long there exists labour unions in the USA?
b. What kind of labour or trade unions are mentioned in video?
c. When were unions invented?
d. When and where was Samuel Gampers born?
e. Why did people joined firstly the unions?
f. What happened in 1940-1980's?
-Beginning of industrialization;
-Recovery after Great Depresion;
-Developing of free enterprizes(capitalism)
g. Where did Samuel Gampers moved when he was a young boy?
-Africa;
-USA
-Germany
-England
h. Why did S. Gampers try to help poor people?
i. Why were employees in minning unhappy?
j. When the minimum wages were set?
2) Watch the video very carefully and explain what they were used for?( in the context)
- 1886( 36 years)
- 100 years
- 1940-1980's
- England 1850
- Capitalism
- 1938
- 1932
- 100,000
- 1800- 1900
- American Federation of Labour.
3) Correct the following sentences.
a. People joined unions because they didn't wanted to stay with their current job and earn much money.
b. Unions were invented in 1990.
c. Employees that worked in minning industry were happy with their job.
d. Samuel Gamper moved to Brasil.
e. People working in minning and rail roads were receiving high wages and appropriate equipment.
f. Employees working in minning were using like equipement gloves to cover their mouth and a sock like a helmet.
g. In 1932, 500,000 people were allready members of unions.
h. In 1800-1900 employees were well treated by employers.
i. The aim of American Federation of Labour was to defend employers.
j. Samuel Gampson was the founder of American Federation of Soccer.
4) Fill in the following statements.
a. In 1938 were set the _______________wages.
b. In 1940-1980's there were developed________________(capitalism).
c. In 1886 Samuel Gampers was_______ years old.
d. In the video are mentioned __________________________,athletic team,_______________ types of labour unions.
Words: players on league, league sports, free enterprizes,36, minimum.
published by sorocovici cristina and rusulscaia ecaterina
Tuesday, February 9, 2010
Promotional Tools
The four major promotional tools.
The basic idea behind the "marketing concept" - that you make what you can sell rather than sell what you make - does not mean that your product will sell all by itself. Even a good, attractively-priced product that clearly satisfiers a need has to be made known to its 1)..... customers. During the introduction and growth stager of the standart product life cycle, the producer (or importer, and so on) has to develop product or brand 2).... , i.e. inform potential customers (and distributors, dealers and retailers) about the product's existence, its features, its advantzges, and so on.
According to the well-known "Four Ps" formulation of the marketing mix (product, place, promotion and price), this is clearly a matter of promotion. Since budget are always limited, marketes usually have to decide which tools - advertising, public relations, sales promotion, or personal selling - to use, and in what proportion.
Public relations (often abbreviated to PR) is concerned with maintaining, improving or protecting the image of a company or product. The most important element of PR is pulicity which ( as ooposed to advertising) is any mention os company's product that is not paid for, in any 3)....... read, viewed or heard by a company's customers or potential customers, aimed at assisting sales. Many companies attempt to place stories or information in news media to attract attention to a product or service. Publicity can have a huge impact on public awareness that could not be achieved by advertising, or at least not without an enormous cost. A lot of research has shown that people are more likely to read and believe publicity than advertising.
Sales promotions such as free samples, coupons, price reductions, competitions and so on, are temporary 4).... designed to stimulate either earlier or stronger sales of a product. Free samples, for example, (combined with extensive advertising), may generate the initial 5)........... of a new product. But the majority of products available at any given time are of course in the 6)............. stage of the life cycle. This may last many years, untill the product begins to be replaced by new ones and enters the decline stage. During this time, markets can try out a number of promotional strategies and tacticts. Reduced-price packs in supermarkets, for example, can be used to attract price-conscious brand-switchers, and also to counter a promotion by a competitor. Stores also often reduce prices of specific items as loss leaders which bring customers into the shop where they will also buy other goods.
Sales promotions also be 7)................ as distributors, dealers and retailers, to encourage them to stock new items or larger quantities, or to encourage off-season buying, or the stocking of items related to an existing product. They might equally be designed to strengthen brand 8).............. among retailers, or to gain entry to new markets. Sales promotions can also be aimed at the sales force, encouraging them to increase their activities in selling a particular product.
Personal selling is the most expensive promotional tool, and is generally only used sparingly, e.g. as a complement to 9)........... . As well as prospecting for customers, spreading information about a company's products and services, selling these products and services, and assisting customers with possible technical problems, salespeople have another important function. Since they are often the only person from a company that customers see, they are an extremely important 10)............ of information. It has been calculated that the majority of new product ideas come from customers via sales representatives.
2a)Insert the following words in the text :
advertising, aimed, awareness, channel, loyality, maturity, medium, tactics, target, trial.
Answer :
(1)target, (2)awareness, (3)medium , (4)tactics, (5)trial, (6)maturity, (7)aimed, (8)loyality, (9)advertising, (10)channel.
Translation :
Romanian variant :
Cele 4 mari instrumente de promovare
Ideea de baza in urma 'conceptului de marketing' - ca tu faci ceea ce poti vinde mai degraba decit vinzi ceea ce faci - nu inseamna ca produsul tau va fi vindut totalmente de sine statator. Chiar un produs bun cu pret atactiv care curat satisface o necesitate trebuie sa fie facut cunoscind consumatorul sau destinat. In decursul introducerii si cresterii stadiului a produsului standart ciclului de viata , producatorul (sau importatorul , si asa mai departe trebuie sa dezvolte produsul sau marca constient , rezulta informarea clientilor potentiali(a distributorilor, dilerilor si vinzatorilor) despre existenta produsului, viitorul acestora, avantajele acestora s.a.
In conformitate cu bine - cunoscuta '4 PS'formulare a mixului de marketing ( locul produsului, promotia si pretul ), aceasta este clar o materie de promotie. Pe cind bugetul este intotdeauna limitat , marketerii de obicei trebuie sa decida care instrumente - de reclamatie, a relatiilor publice , promotii de vinzari sau vinzari personale - sa foloseasca , si in care proportie.
Relatii publice (de obicei abreviate ca PR)sunt legate cu mentinerea, imbunatatirea sau protejarea imaginii companiei sau produsului.Cel mai important element din PR este publicitatea care( ca opus la reclamatie )este o mentiune a produsului companiei care nu este platita, in orice mediu citit, vazut sau auzit de cumparatorii companiei sau cumparatorii potentiali, cu scopul de a ajuta vinzarile. Multe companii incearca sa plaseze istorii sau informatii in noutatile media pentru a atrage atentia la produs sau serviciu. Publicitatea poate avea un impact mare pe constiinta publica care nu poate fi obtinuta prin reclamatie, sau nu mai putin fara un cost enorm. O multime de cercetari ne prezinta ca oamenii sunt mai predispusi sa citeasca si sa creada publicitatea decit reclamatia.
Promovarea de vinzari asa ca probele gratuite, cupoanele, reducerile de pret, concurenta , s.a.,sunt tactici temporare destinate stimularii la oricare mai devreme sau mai puternica vinzare a produsului.Probele gratuite, de exemplu,(combinate cu reclamatia vasta ,poate genera o incercare initiala a unui produs nou.Dar majoritatea produselor disponibile la un anumit timp sunt desigur in stadiul de maturitate a ciclului de viata. Aceasta poate urma mai multi ani ,pina produsul incepe sa fie inlocuit de unul nou si sa intre in stadiul de declin. In decursul timpului dat , marketerii pot incerca un numar de strategii promotionale si tactici. Reducerea - pretului la impachetare in supermarket, de exemplu, poate fi utilizata pentru a atrage constiinta - preturilor la schimbarea marcilor, si de asemenea pentru a calcula promotia concurentului. Depozitele de obicei reduc preturile la itemului specific pentru a pierde liderii care aduc cumparatorii in magazine unde ei vor cumpara si alte bunuri.
Promotiile de vinzari pot de asemenea fi destinate distributorilor, dilerilor si vinzatorilor , pentru a le incuraja sa rezerveze itemi noi sau cantitati largi , sau sa incurajeze cumpararea sezoniera sau rezervarea itemilor relatate la un produs existent . Ei pot egal sa fie proiectate pentru fortarea loialitatii marcilor , sau sa cistige intrarea pe pieti noi.Promotiile de vinzari pot de asemenea sa fie destinate la forta de vinzare pentru a le incuraja sa mareasca activitatile lor in vinzarea unui produs particular.
Vinzarile personale sunt cel mai scump instrument de promovare, si este adeseori utilizat econom,e.g.ca un complement de reclamatie.La fel de bine pentru prosperarea clientilor , raspindirea informatiei despre produsele si serviciile companiei, vinzarea acestor produse si servicii, si ajutarea clientilor cu posibilele probleme tehnice, vinzatorii au o alta functie importanta.Deoarece ele sunt de obicei unicele persoane dintr-o companie care clientii ii vad, ei sunt un canal extrem de important de informatie.Este calculat ca majoritatea ideilor produsului nou vin de la clientii vinzarilor reprezentative.
Watch the video and answer the questions.
I. 1) What strategies does marketing mix include?
a) product
b) planning
c) price
d) place
e) command
f) promotion
g) sale
2) How are those 4 major promotional tools called?
a) 4 s'p
b) 4 p's
c) 4 p
d) 4 p'p
3)Make up the sentences from the following words:
elements, mix, of, support, and, linked, the, are, must, other, each, All.
4) What are the components of an organization's promotional mix?
5) What definition is used to describe advertising?
a) a program, that automatically provides benefits to off set a change in people's income.
b) is any non-personal paid form of communication using any form of Mass Media.
c) alternating time periods of expanding and contracting economic activity.
6) What do public relations involve?
7) Why should sales promotion be used?
8) Finish up the sentence with one of the expressions:
Sending of publicity material to a named person within organization is......
a) advertising
b) direct mail
c) sales promotion
d) personal selling
9) Which direct marketing's is the objective?
10) What are the forms of direct marketing?
a) post
b) e-mail
c) telephone calls
d) mail order
II. Explain how the following data have been used:
a) marketing mix
b) public relations
c) advertising
d) promotional tools
e) direct mail
f) sales promotion
g) personal selling
h) internet promotion
i) target market
j)promotional strategies
IV. True/False questions:
1) The marketing mix consists of production of goods and services and their sale.
2) Firms use Product, Price, Place and Promotional Strategies to reach it's objectives.
3) Only advertising is promotional tool.
4) All elements of the mix are linked and must support each other.
5) The marketing mix principles are non-controllable variables.
6) Advertising is only "TV" form of Mass Media.
7) Public Relations involve developing positive relationships with the organization media public.
8) Selling a product service can be done only face to face.
The basic idea behind the "marketing concept" - that you make what you can sell rather than sell what you make - does not mean that your product will sell all by itself. Even a good, attractively-priced product that clearly satisfiers a need has to be made known to its 1)..... customers. During the introduction and growth stager of the standart product life cycle, the producer (or importer, and so on) has to develop product or brand 2).... , i.e. inform potential customers (and distributors, dealers and retailers) about the product's existence, its features, its advantzges, and so on.
According to the well-known "Four Ps" formulation of the marketing mix (product, place, promotion and price), this is clearly a matter of promotion. Since budget are always limited, marketes usually have to decide which tools - advertising, public relations, sales promotion, or personal selling - to use, and in what proportion.
Public relations (often abbreviated to PR) is concerned with maintaining, improving or protecting the image of a company or product. The most important element of PR is pulicity which ( as ooposed to advertising) is any mention os company's product that is not paid for, in any 3)....... read, viewed or heard by a company's customers or potential customers, aimed at assisting sales. Many companies attempt to place stories or information in news media to attract attention to a product or service. Publicity can have a huge impact on public awareness that could not be achieved by advertising, or at least not without an enormous cost. A lot of research has shown that people are more likely to read and believe publicity than advertising.
Sales promotions such as free samples, coupons, price reductions, competitions and so on, are temporary 4).... designed to stimulate either earlier or stronger sales of a product. Free samples, for example, (combined with extensive advertising), may generate the initial 5)........... of a new product. But the majority of products available at any given time are of course in the 6)............. stage of the life cycle. This may last many years, untill the product begins to be replaced by new ones and enters the decline stage. During this time, markets can try out a number of promotional strategies and tacticts. Reduced-price packs in supermarkets, for example, can be used to attract price-conscious brand-switchers, and also to counter a promotion by a competitor. Stores also often reduce prices of specific items as loss leaders which bring customers into the shop where they will also buy other goods.
Sales promotions also be 7)................ as distributors, dealers and retailers, to encourage them to stock new items or larger quantities, or to encourage off-season buying, or the stocking of items related to an existing product. They might equally be designed to strengthen brand 8).............. among retailers, or to gain entry to new markets. Sales promotions can also be aimed at the sales force, encouraging them to increase their activities in selling a particular product.
Personal selling is the most expensive promotional tool, and is generally only used sparingly, e.g. as a complement to 9)........... . As well as prospecting for customers, spreading information about a company's products and services, selling these products and services, and assisting customers with possible technical problems, salespeople have another important function. Since they are often the only person from a company that customers see, they are an extremely important 10)............ of information. It has been calculated that the majority of new product ideas come from customers via sales representatives.
2a)Insert the following words in the text :
advertising, aimed, awareness, channel, loyality, maturity, medium, tactics, target, trial.
Answer :
(1)target, (2)awareness, (3)medium , (4)tactics, (5)trial, (6)maturity, (7)aimed, (8)loyality, (9)advertising, (10)channel.
Translation :
Romanian variant :
Cele 4 mari instrumente de promovare
Ideea de baza in urma 'conceptului de marketing' - ca tu faci ceea ce poti vinde mai degraba decit vinzi ceea ce faci - nu inseamna ca produsul tau va fi vindut totalmente de sine statator. Chiar un produs bun cu pret atactiv care curat satisface o necesitate trebuie sa fie facut cunoscind consumatorul sau destinat. In decursul introducerii si cresterii stadiului a produsului standart ciclului de viata , producatorul (sau importatorul , si asa mai departe trebuie sa dezvolte produsul sau marca constient , rezulta informarea clientilor potentiali(a distributorilor, dilerilor si vinzatorilor) despre existenta produsului, viitorul acestora, avantajele acestora s.a.
In conformitate cu bine - cunoscuta '4 PS'formulare a mixului de marketing ( locul produsului, promotia si pretul ), aceasta este clar o materie de promotie. Pe cind bugetul este intotdeauna limitat , marketerii de obicei trebuie sa decida care instrumente - de reclamatie, a relatiilor publice , promotii de vinzari sau vinzari personale - sa foloseasca , si in care proportie.
Relatii publice (de obicei abreviate ca PR)sunt legate cu mentinerea, imbunatatirea sau protejarea imaginii companiei sau produsului.Cel mai important element din PR este publicitatea care( ca opus la reclamatie )este o mentiune a produsului companiei care nu este platita, in orice mediu citit, vazut sau auzit de cumparatorii companiei sau cumparatorii potentiali, cu scopul de a ajuta vinzarile. Multe companii incearca sa plaseze istorii sau informatii in noutatile media pentru a atrage atentia la produs sau serviciu. Publicitatea poate avea un impact mare pe constiinta publica care nu poate fi obtinuta prin reclamatie, sau nu mai putin fara un cost enorm. O multime de cercetari ne prezinta ca oamenii sunt mai predispusi sa citeasca si sa creada publicitatea decit reclamatia.
Promovarea de vinzari asa ca probele gratuite, cupoanele, reducerile de pret, concurenta , s.a.,sunt tactici temporare destinate stimularii la oricare mai devreme sau mai puternica vinzare a produsului.Probele gratuite, de exemplu,(combinate cu reclamatia vasta ,poate genera o incercare initiala a unui produs nou.Dar majoritatea produselor disponibile la un anumit timp sunt desigur in stadiul de maturitate a ciclului de viata. Aceasta poate urma mai multi ani ,pina produsul incepe sa fie inlocuit de unul nou si sa intre in stadiul de declin. In decursul timpului dat , marketerii pot incerca un numar de strategii promotionale si tactici. Reducerea - pretului la impachetare in supermarket, de exemplu, poate fi utilizata pentru a atrage constiinta - preturilor la schimbarea marcilor, si de asemenea pentru a calcula promotia concurentului. Depozitele de obicei reduc preturile la itemului specific pentru a pierde liderii care aduc cumparatorii in magazine unde ei vor cumpara si alte bunuri.
Promotiile de vinzari pot de asemenea fi destinate distributorilor, dilerilor si vinzatorilor , pentru a le incuraja sa rezerveze itemi noi sau cantitati largi , sau sa incurajeze cumpararea sezoniera sau rezervarea itemilor relatate la un produs existent . Ei pot egal sa fie proiectate pentru fortarea loialitatii marcilor , sau sa cistige intrarea pe pieti noi.Promotiile de vinzari pot de asemenea sa fie destinate la forta de vinzare pentru a le incuraja sa mareasca activitatile lor in vinzarea unui produs particular.
Vinzarile personale sunt cel mai scump instrument de promovare, si este adeseori utilizat econom,e.g.ca un complement de reclamatie.La fel de bine pentru prosperarea clientilor , raspindirea informatiei despre produsele si serviciile companiei, vinzarea acestor produse si servicii, si ajutarea clientilor cu posibilele probleme tehnice, vinzatorii au o alta functie importanta.Deoarece ele sunt de obicei unicele persoane dintr-o companie care clientii ii vad, ei sunt un canal extrem de important de informatie.Este calculat ca majoritatea ideilor produsului nou vin de la clientii vinzarilor reprezentative.
Watch the video and answer the questions.
I. 1) What strategies does marketing mix include?
a) product
b) planning
c) price
d) place
e) command
f) promotion
g) sale
2) How are those 4 major promotional tools called?
a) 4 s'p
b) 4 p's
c) 4 p
d) 4 p'p
3)Make up the sentences from the following words:
elements, mix, of, support, and, linked, the, are, must, other, each, All.
4) What are the components of an organization's promotional mix?
5) What definition is used to describe advertising?
a) a program, that automatically provides benefits to off set a change in people's income.
b) is any non-personal paid form of communication using any form of Mass Media.
c) alternating time periods of expanding and contracting economic activity.
6) What do public relations involve?
7) Why should sales promotion be used?
8) Finish up the sentence with one of the expressions:
Sending of publicity material to a named person within organization is......
a) advertising
b) direct mail
c) sales promotion
d) personal selling
9) Which direct marketing's is the objective?
10) What are the forms of direct marketing?
a) post
b) e-mail
c) telephone calls
d) mail order
II. Explain how the following data have been used:
a) marketing mix
b) public relations
c) advertising
d) promotional tools
e) direct mail
f) sales promotion
g) personal selling
h) internet promotion
i) target market
j)promotional strategies
IV. True/False questions:
1) The marketing mix consists of production of goods and services and their sale.
2) Firms use Product, Price, Place and Promotional Strategies to reach it's objectives.
3) Only advertising is promotional tool.
4) All elements of the mix are linked and must support each other.
5) The marketing mix principles are non-controllable variables.
6) Advertising is only "TV" form of Mass Media.
7) Public Relations involve developing positive relationships with the organization media public.
8) Selling a product service can be done only face to face.
Products and brands
1. Marketing theorists tend to give the world product a very broad meaning,using it to refer to anything capable of satisfying a need or want. Thus services,activities,people(politicians,athletes,film stars),places(holiday resorts),organizations(hospitals,colleges,political parties),and ideas,as well as physical objects offered for sale by retailers,can be considered as products. Physical products can usually be augmented by benefits such as customer advice,delivery,credit facilities,a warranty or guarantee,maintenance,after-sales service,and so on.
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2. Some manufactures use their name(the 'family name')for all their products,e.g. Philips,Colgate,Yamaha. Others,including Unilever and Procter & Gamble,market various products individual brand names,with result that many customers are unfamiliar with the name of the manufacturing company. The major producers of soap powders,for example,are famous for their multi-brand strategy which allows them to compete in various market segments,and to fill shelf space in shops,thereby leaving less room for competitors. It also gives them a greater chance of getting some of the custom of brand-switchers.
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3. Most manufacturers produce a large number of products,often divided into product lines.Most product lines consists of several products,often distinguished by brand names,.e.g. a range of soap powders ,or of toothpastes.Several different items(different sizes or models)may share the same brand name. Together,a company's items,brands and products constitute its product mix. Since different products are always at different stages of their life cycles,with growing,stable or declining sales and profitability,and because markets,opportunities and resources are in constant evolution,companies are always looking to the future,and re-evaluating their product mix.
---------------------------------------------------------------------
4.Companies whose objectives include high market share and market growth generally have long product lines,i.e. a large number of items. Companies whose objective is high profitability will have shorter lines,including only profitable items.Yet most product lines have a tendency to lengthen over time,as companies produce variations on existing items,or add additional items to cover further market segments.Additions to product lines can be the result of either line-stretching or line-filling. Line-stretching means lengthening a product line by moving either up-market or down-market,i.e. making items of higher or lower quality. This can be carried out in order to reach new costumers,to enter growing or more profitable market segments,to react to competitors' initiatives,and so on. Yet such moves may cause image problems:moving to the lower and of a market dilutes a company's image for quality,while a company at the bottom of a range may not convince dealers and customers that it can produce quality products for the high end. Line-filling-adding further items in that part of a product range which a line already covers-might be done in order to compete in competitors' niches,or simply to utilize excess production capacity.
Narină Petrosean & Teişanu Elena
1.Answer to the questions.
1.What we will explore today?
2.How much money was invested?
3.How is the brand?
4.What is the brand?
5.What give the distinction? distinction give a differentiation, and with differentiation you have commodity.
6.What nation begin to use the brand?
7.For what Egyptians had used the brand?
8.What is the branding?
9.What allieds the brand?
10.What influences the brand? (
2.True or false.
1.Welcome to “Brand in an hour” .
2. Today we will exploring the reality about brand.
3. Commodity is not about marketing at all.
4. Parks and services don’t use brand.
5. Brands are build by marketing.
6. A true brand allieds management vision with the company’s culture and its image.
7. The old marketing in advertising make the promise.
8. Different tools use to activate a brand,that is the branding. (
9. With differentiation you don’t have commodity.
10. Brand is misunderstood topic in business today.
3.Find the place of words.
(1-Brand, 2-claim, 3-differentiation, 4-marketing, 5-nothing, 6-simplicity)
Maybe it because ____is intangible or perhaps ____is not about ____at all. So what is it? Brands is a ____ of distinction. It’s not simple, ____more, no labor definitions convoluted with part words in details. Think about the____, with out distinction you can’t have a____, and without ____you have commodity.
4.Correct the mistakes made in the text after listening the video.
A true brand alieds management vision with the company’s culture and its style. The old marketing in advertysing which make the promise ,the product influences the suvers,innovation,engagement and execution of the only organization.This influence insure the brand promise is consistently sent and experienced.Thats why is only the marketing function but noncorporate initiative.
-------------------------------------------------------------------
2. Some manufactures use their name(the 'family name')for all their products,e.g. Philips,Colgate,Yamaha. Others,including Unilever and Procter & Gamble,market various products individual brand names,with result that many customers are unfamiliar with the name of the manufacturing company. The major producers of soap powders,for example,are famous for their multi-brand strategy which allows them to compete in various market segments,and to fill shelf space in shops,thereby leaving less room for competitors. It also gives them a greater chance of getting some of the custom of brand-switchers.
--------------------------------------------------------------------
3. Most manufacturers produce a large number of products,often divided into product lines.Most product lines consists of several products,often distinguished by brand names,.e.g. a range of soap powders ,or of toothpastes.Several different items(different sizes or models)may share the same brand name. Together,a company's items,brands and products constitute its product mix. Since different products are always at different stages of their life cycles,with growing,stable or declining sales and profitability,and because markets,opportunities and resources are in constant evolution,companies are always looking to the future,and re-evaluating their product mix.
---------------------------------------------------------------------
4.Companies whose objectives include high market share and market growth generally have long product lines,i.e. a large number of items. Companies whose objective is high profitability will have shorter lines,including only profitable items.Yet most product lines have a tendency to lengthen over time,as companies produce variations on existing items,or add additional items to cover further market segments.Additions to product lines can be the result of either line-stretching or line-filling. Line-stretching means lengthening a product line by moving either up-market or down-market,i.e. making items of higher or lower quality. This can be carried out in order to reach new costumers,to enter growing or more profitable market segments,to react to competitors' initiatives,and so on. Yet such moves may cause image problems:moving to the lower and of a market dilutes a company's image for quality,while a company at the bottom of a range may not convince dealers and customers that it can produce quality products for the high end. Line-filling-adding further items in that part of a product range which a line already covers-might be done in order to compete in competitors' niches,or simply to utilize excess production capacity.
Narină Petrosean & Teişanu Elena
1.Answer to the questions.
1.What we will explore today?
2.How much money was invested?
3.How is the brand?
4.What is the brand?
5.What give the distinction? distinction give a differentiation, and with differentiation you have commodity.
6.What nation begin to use the brand?
7.For what Egyptians had used the brand?
8.What is the branding?
9.What allieds the brand?
10.What influences the brand? (
2.True or false.
1.Welcome to “Brand in an hour” .
2. Today we will exploring the reality about brand.
3. Commodity is not about marketing at all.
4. Parks and services don’t use brand.
5. Brands are build by marketing.
6. A true brand allieds management vision with the company’s culture and its image.
7. The old marketing in advertising make the promise.
8. Different tools use to activate a brand,that is the branding. (
9. With differentiation you don’t have commodity.
10. Brand is misunderstood topic in business today.
3.Find the place of words.
(1-Brand, 2-claim, 3-differentiation, 4-marketing, 5-nothing, 6-simplicity)
Maybe it because ____is intangible or perhaps ____is not about ____at all. So what is it? Brands is a ____ of distinction. It’s not simple, ____more, no labor definitions convoluted with part words in details. Think about the____, with out distinction you can’t have a____, and without ____you have commodity.
4.Correct the mistakes made in the text after listening the video.
A true brand alieds management vision with the company’s culture and its style. The old marketing in advertysing which make the promise ,the product influences the suvers,innovation,engagement and execution of the only organization.This influence insure the brand promise is consistently sent and experienced.Thats why is only the marketing function but noncorporate initiative.
Who needs unions?
Manual and service industry workers are often organize inlabour unions, whitch attempt to ensure fair wages, resonable working hours and safe working conditions for their members. British unions are known as trade unions because, as in Germany, their are largely organized according to trade or skill: there is an engineers' union, and electicians' union, a train-drivers' union, and so on. In other countries, including France and Italy, unions are largely political: workers in different industries join unions with a particular political position.
Industrial relations tend to be better in countries, idustries and companies were communcations are good, i.e. were management consults workers on matters that will concern them, were nither side treats the other as an adversary, and when unions do not insist upon the prezervation of completely uneconomic jobs and working practices. Although some employers and managers( and political parties) oppose the very existence of unions-even though, like doctors, lawyers, accountants, and so on, they might themselves belong to a prfessional association with similar basic aims- many management theorists stress the necessity of unions. In the 1970's, Peter Drucker wrote that 'Management is and has to be a power. Any power needs restrained and control- or else it becomes tyranny. The union serves an essential function in industrial society'. Yet one of the chief objectives of right-wing governments in 1980's (e.g. in British and the USA)was to diminish the power of trade unions, and to deregulate labour markets in accordance with the ideals of free markets.
As a result of deregulation, working conditions in many industries in many countries have worsened, leading to the creation of a great many casual, part-time, unskilled jobs done by non-unionizes workers.France, for example, has the lowest number of workers in trade unions in the industrialized world. The unions now reprezent less then 10% of the French work force, and most of thouse are in the public sector. The vast majority of french workers seem to have rejected the confruntational politics of the maine unions, notably the communist-controled CGT. Consenquently, when the largely non-unionized frenche lorry-drivers blocked all the motorways in the summer of 1992, striking over the introduction of a new drivers licence with a penalty-point system( and over their working conditions in general), the french government found no one to negociate with.
In fact, a number of politicians and business leaders are biginning to regret the weakness of unions. Some mangers, including Antoine Ribout, the former head of the huge Danone food conglomerate, actively encourage unionization because they insist that a big company needs someone to reprezent and articulate the needs of the employees and act asa a social partener to the employer. But their is clearly a problem if workers belive that the unions are incapable of doing this, and choose not to join them.
Rusulscaia Ecaterina, Sorocovici Cristina
Industrial relations tend to be better in countries, idustries and companies were communcations are good, i.e. were management consults workers on matters that will concern them, were nither side treats the other as an adversary, and when unions do not insist upon the prezervation of completely uneconomic jobs and working practices. Although some employers and managers( and political parties) oppose the very existence of unions-even though, like doctors, lawyers, accountants, and so on, they might themselves belong to a prfessional association with similar basic aims- many management theorists stress the necessity of unions. In the 1970's, Peter Drucker wrote that 'Management is and has to be a power. Any power needs restrained and control- or else it becomes tyranny. The union serves an essential function in industrial society'. Yet one of the chief objectives of right-wing governments in 1980's (e.g. in British and the USA)was to diminish the power of trade unions, and to deregulate labour markets in accordance with the ideals of free markets.
As a result of deregulation, working conditions in many industries in many countries have worsened, leading to the creation of a great many casual, part-time, unskilled jobs done by non-unionizes workers.France, for example, has the lowest number of workers in trade unions in the industrialized world. The unions now reprezent less then 10% of the French work force, and most of thouse are in the public sector. The vast majority of french workers seem to have rejected the confruntational politics of the maine unions, notably the communist-controled CGT. Consenquently, when the largely non-unionized frenche lorry-drivers blocked all the motorways in the summer of 1992, striking over the introduction of a new drivers licence with a penalty-point system( and over their working conditions in general), the french government found no one to negociate with.
In fact, a number of politicians and business leaders are biginning to regret the weakness of unions. Some mangers, including Antoine Ribout, the former head of the huge Danone food conglomerate, actively encourage unionization because they insist that a big company needs someone to reprezent and articulate the needs of the employees and act asa a social partener to the employer. But their is clearly a problem if workers belive that the unions are incapable of doing this, and choose not to join them.
Rusulscaia Ecaterina, Sorocovici Cristina
Monday, February 8, 2010
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